Mobile sales as a percentage of e-commerce transactions on Black Friday and Thanksgiving were about 10.3%, according to IBM Smarter Commerce. In addition, 17% of all shoppers are using mobile devices. That is a significant jump from even two years ago when mobile sales were roughly 1% of online sales during this time period.
IBM Smarter Commerce also found that Apple device owners were among the leading mobile purchasers. On Thanksgiving and Black Friday, the iPhone and iPad ranked one and two for consumers shopping on mobile devices (5.4% and 4.8% respectively). Android came in third at 4.1%.
Also, the iPad made more retail purchases more often per visit than other mobile devices with conversion rates reaching 4.6% compared to 2.8% for overall mobile devices. More than seven out of 10 (71%) consumers surveyed by Deloitte said they would engage in multichannel shopping this Thanksgiving Day-Black Friday. A typical example would be purchasing an item in-store after viewing it online. Nearly one-third, or 32%, of Deloitte’s survey respondents said it is important that retailers have both a store and a website.
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The Cyber Sales Lessons of Thanksgiving 2011
